Rhode, the skincare and makeup brand founded by Hailey Rhode Bieber and acquired by e.l.f. Beauty last year, is expanding its availability in Europe. Starting September 30, 2026, rhode will be sold in over 500 Sephora stores across 19 countries, marking its European retail debut.
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Previously, rhode was exclusively offered through rhodeskin.com in Europe. Following successful launches in Sephora locations in the United States, Canada, and the United Kingdom in 2025, the brand is now broadening its retail footprint to include key markets such as Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, and Turkey.
Some European Sephora stores will feature exclusive designs dedicated to rhode, showcasing custom builds and 3D installations of core products. The Sephora lineup will include rhode’s essential high-performance skincare and hybrid makeup products, such as the Pocket Bronze and Highlight Milk collections.
Launched in June 2022, rhode began with a focused selection of skincare products and later expanded into hybrid makeup.
Catherine Spindler, Sephora’s President of Europe & Middle East, expressed enthusiasm about bringing rhode to continental Europe, highlighting its success in the U.S. and U.K. She noted that rhode's social-first model aligns well with Sephora’s goal of introducing innovative and culturally relevant brands to its community.
Nick Vlahos, CEO of rhode, described the partnership with Sephora as a pivotal step towards becoming a global omnichannel business. This retail expansion follows e.l.f. Beauty’s acquisition of rhode for US$1 billion in 2025, aimed at increasing the brand's international presence.